12Volt Initiative Campaign Unveiled

This screen shot shows the four areas of focus to attract consumers – Sound, Navigation, Connectivity, Convenience.

LOS ANGELES, CA – During a very well scripted webinar Friday, November 20th, seventy plus members of the 12volt industry previewed the highly anticipated 12Volt Initiative’s Fall Campaign. The campaign “What U R Missin” is designed to stimulate consumer awareness and interest in aftermarket 12volt products. The website www.whaturmissin.com went live at the beginning of the webinar.

After a short review of the objectives outlined during the October 5th 12Volt Initiative webinar Steve Witt, the group’s interim director, masterfully proceeded to lay out the course of action. Witt said “The 12Volt Initiative is designed to create consumer awareness and consumer consideration to purchase aftermarket 12volt products. Creating the exciting in-store experience for the consumer is the role of participating 12volt retail specialists”.

The campaign overview included a preview of the “Car Dance Mob” video developed to attract the attention of the target demographic on the web. A tour of the web portal www.whaturmissin.com led to a discussion of the functionality of a key element in the entire campaign- the store locator.

This image taken in the 12voltnews.com facility demonstrates the dealer locator function of the website.

The 12volt Initiative Fall Campaign and Strategy was formulated on the premise of “thinking like a consumer”. The target demographic was prioritized to be reached by social networking and trends – all leveraged to break through the clutter on the web. The value of aftermarket 12volt products, once established, will trigger consumer response and ultimately send consumers to retailers via the store locator function on the site.

Interested consumers will be able to view images of participating retailer facilities and generate an email to that specific retailer requesting more information. Directions to participating retailers, by zip code, are also part of the store locator function.

Phase 1of the 12Volt Initiative, to cultivate fans and followers using Facebook and Twitter, ect, is already in place. Phase 2, to begin November 23rd. will seed social networking sites with the “Car Dance Mob” video. Phase 3, depending on funding, will be an outreach to bloggers, consumer, and trade media plus category influencers.

The 12Volt Initiative campaign overview webinar received many positive comments instantaneously by email.

All 12volt industry members are encouraged to visit www.whaturmissin.com.